Nadiranti, Nabita (2019) Pembelian Kompulsif pada E-voucher secara Online: Identifikasi Motivasi dan Elemen Kontekstual. Other thesis, Institut Teknologi Sepuluh Nopember.
Preview |
Text
Sidang Akhir Nabita - Repository.pdf Download (3MB) | Preview |
![[thumbnail of 09111540000010-Undergraduate_Thesis.pdf]](http://repository.its.ac.id/style/images/fileicons/text.png) |
Text
09111540000010-Undergraduate_Thesis.pdf Download (3MB) |
Abstract
E-voucher ditawarkan dalam diskon yang tinggi dengan keterbatasan waktu dan jumlah. Melalui Fave, Dealjava, Raja Voucher, dan Lakupon.com, pembelian e-voucher di kalangan anak muda terjadi secara spontan dan tidak sesuai kebutuhan. Hal ini disebabkan oleh perilaku pembelian kompulsif yang dicirikan oleh pembelian wajib yang dilakukan untuk meredakan kecemasan. Penelitian ini bertujuan untuk mengetahui pengaruh kecenderungan perilaku pembelian kompulsif pada e-voucher secara online terhadap motivasi dan elemen kontekstual, mengklasifikasi responden perilaku pembelian kompulsif dan non-kompulsif, serta perbedaan perilaku pembelian kompulsif dan non-kompulsif berdasarkan motivasi pembelian. Teknik pengumpulan data menggunakan penyebaran kuesioner online dan data diolah menggunakan SEM, uji Sobel, Compulsive Buying Index (CBI), dan ANOVA. Sebanyak 225 data diperoleh dan menunjukkan bahwa kecenderungan konsumen dalam berperilaku pembelian kompulsif tidak berpengaruh terhadap jumlah kupon terjual termediasi norma sosial, dan keterbatasan termediasi motivasi hedonis. Berdasarkan CBI, 60 responden diklasifikasikan sebagai pembeli kompulsif. Hasil ANOVA membuktikan tidak terdapat perbedaan antara perilaku pembelian kompulsif dan non-kompulsif berdasarkan motivasi pembelian. Disimpulkan bahwa pembelian e-voucher secara online dipengaruhi oleh motivasi dan elemen kontekstual, sehingga pihak e-commerce dan pelaku bisnis perlu menyesuaikan penawaran e-voucher untuk meningkatkan penjualan berkelanjutan yang dapat diterima oleh konsumen. Kedepannya, perlu ditelusuri lebih lanjut tentang perilaku pembelian konsumen terhadap penawaran produk digital secara online.
==============================================================================================================
E-vouchers offered in high discounts with limited time and quantity. Through Fave, Dealjava, Raja Voucher, and Lakupon.com, the purchase of evouchers in youth happen spontaneously and not as needed. It caused by compulsive buying that characterized by mandatory buying to reduce anxiety. The purpose of this research is to know the effects of compulsive buying tendencies on online e-voucher towards motivations and contextual elements, classify respondents as compulsive and non-compulsive buying behavior, and the difference between compulsive and non-compulsive buyers based on motivations. Data collection using an online questionnaire and data analyzed using SEM, Sobel test, Compulsive Buying Index (CBI), and ANOVA. 225 data were obtained and showed that compulsive buying tendencies are not affected towards a number of coupons sold mediated social norms, and limitation mediated hedonic motivation. Based on CBI, 60 respondents classified as compulsive buyers. Results of ANOVA proved no difference between compulsive and non-compulsive based on motivations. In conclusion, the purchase of online e-vouchers was influenced by motivations and contextual elements, so e-commerce parties and entrepreneurs needed to adjust voucher offerings in digital to increase sustainable sales that can be accepted by consumers. In the future, need to explore buying behavior towards online digital products offering.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.834 2 Nad p-1 |
| Uncontrolled Keywords: | e-commerce, elemen kontekstual, e-voucher, motivasi, pembelian kompulsif |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Nabita Nadiranti |
| Date Deposited: | 27 Mar 2025 02:49 |
| Last Modified: | 27 Mar 2025 02:49 |
| URI: | http://repository.its.ac.id/id/eprint/67560 |
Actions (login required)
 |
View Item |